How global certification boosts livelihoods for local farmers

Gacharage Tea Factory in Kigumo, Murang'a County. [File, Standard]

In 2016, Kericho Gold received its first Fairtrade certification, marking the beginning of its growth in market reach and sales.

Mary Njoroge, brand manager for Gold Crown Beverages at Kericho Gold, says the company has gained numerous benefits from the certification of its products, including Kericho Gold Green Tea, Earl Grey, English Breakfast, and the Kericho Gold Attitude range.

“One major benefit is that partnering with Fairtrade helps us reach consumers who are sensitised and aware that what they are buying is ethically sourced. Because of that, we attract premium consumers, people who value fairness and responsibility,” she said.

She further observed that another key benefit is increased market access. Fairtrade certification has opened global markets for the company in multiple countries.

“Expanding into these international markets naturally increases our sales, which in turn means more income for the farmers we work with,” Njoroge explained.

She spoke as Fairtrade recently marked its 20th anniversary and launched the “Be Fair Right Now” initiative, a call for people to support Kenyan farmers and workers through ethical, everyday choices.

The initiative urges local consumers, businesses and policymakers to prioritise ethical trade and support millions of African farmers and workers.

Madeline Muga, strategy and impact director at Fairtrade Africa, explained that the organisation exists to ensure farmers receive fair prices for their products.

“We are celebrating 20 years of Fairtrade Africa, two decades of working with smallholder farmers and workers who produce your cherished coffee, tea, cocoa, sugarcane, wine, flowers and more,” she said.

She explained that purchasing Fairtrade products helps ensure that these farmers and workers live decent lives with dignity.

Muga stressed that no farmer should live in poverty, no worker should be unsafe, and no community should be left behind in global trade.

Yet, among Kenya’s estimated three million farmers and farm workers, many still earn significantly less than the legal minimum wage.

Muga reflected on two decades of impact: “We celebrate the progress of the 1.5 million farmers and workers we represent in Kenya, Morocco, South Africa, Madagascar, Eswatini, Ethiopia and Uganda.”

Fairtrade certification guarantees farmers a minimum price, a safety net protecting them from unpredictable market fluctuations. This stability gives them confidence and the ability to plan.

Muga added that farmers receive a Fairtrade Premium for meeting environmental and agricultural standards. The premium is an additional sum paid on top of the minimum or commercial price when a product is sold as Fairtrade and goes directly to producers for sustainable farming and community development.

She revealed that in 2013, farmers earned about €21 million (Sh3.1 billion) in premiums. Last year, this amount rose to over €90 million (Sh13.5 billion).

“This money goes directly into schools, health facilities, education and climate-smart projects such as energy-saving stoves, solar installations and other sustainable solutions,” said Muga.

Anyone who buys products bearing the Fairtrade mark, she added, stands with farmers and workers, ensuring they earn fairly, work safely and produce ethically. The mark also gives businesses confidence in responsible sourcing.

She reiterated that the Be Fair Right Now campaign is a bold reminder that fairness cannot be postponed.

“Our farmers face severe climate challenges – too much rain, too little rain, and extreme heat – yet they continue striving to produce high-quality, ethical products. Let us support them,” she urges.

Fairtrade Africa’s Executive Director Isaac Tongola highlighted that for 20 years, they have upheld the belief that farmers and workers deserve a say in shaping their future.

Their leadership has driven over €650 million (Sh97.5 billion) into community investments that have transformed lives across Africa.

“As we launch this campaign, we also want to remind consumers that we remain committed to fairer trade, stronger partnerships, and a more resilient future for the millions who grow our food,” he explained.

Martin Kinyua, manager at Mutira Farmers Cooperative Society, said the certification has brought significant improvements to their 7,500 coffee farmers.

Since becoming certified in 2012, the cooperative has gained stronger market access and received some of the highest premiums in Kenya’s coffee sector.

“This year alone, the cooperative has received over Sh10 million, which has directly supported farmers in several ways, including improved farming infrastructure and increased opportunities for youth and women,” he said.

Kinyua added that the premiums have improved working conditions and farmer support services, enabling renovations of office facilities and investments in staff training to ensure fair treatment, awareness of rights and better work–life balance for employees supporting farmers.

He also noted that Fairtrade principles have encouraged reforms empowering women, who have traditionally been excluded due to male-dominated land ownership.

“Women now receive training across the entire coffee value chain, can join the cooperative with family consent even without holding land titles and are encouraged to take leadership roles. These changes have helped increase the number of women farmers to 2,500,” said Kinyua. Nancy Gathaiga, unit manager at Gatunguru Tea Factory, said as a small-scale producer organisation, their mission is to empower over 10,000 smallholder tea farmers and secure their future.